Leeds Metropolitan University Digital Strategy

Full digital strategy & brand refresh to improve the experience, engagement, activation and overall visibility.


leeds-metThe brief

With the rise in tuition fees costs for students it has become ever more important for universities to market themselves effectively to potential students.

The focus of the project was on creating a new online prospectus to better present the courses offered at Leeds Met. The goal was to attract an increased number of higher calibre applicants to study by delivering a more engaging experience of the educational services on offer.

The result

  • Brand refresh with a coherent message and modern look & feel.
  • 47% increase in on-site user engagement.
  • 19% increase in online course applications.
  • A fuller understanding of the customer profile and path to purchase.
  • An improved customer support and retention flow experience.
  • A completely redeveloped user experience.
  • An integrated mobile approach to the user journey.

The process

In the project scoping phase a process map was created to highlight the elements for each of the 3 phases:

Leeds Met CRO Process

This was the outline as agreed by the client and involved practically every area of a digital strategy. The project went from major research into the current systems/assets, the clients position in the marketplace and competition, full target audience understanding and existing user testing, UX, design and coding.

Key to the success of the project was understanding the user flows, contact points, customer service and system integrations.

The research

Research was undertaken to understand the customer profile, the user path to purchase, content and data systems, visibility/acquisition requirements and the general marketplace.

The design

Initial Wireframing

The New Design


This project involved 2 key areas:

  1. Understanding the user path-to-purchase and how we could positively affect it.
  2. Understand and optimise the CRM and large scale internal operations setup to increase efficiency.

The first point was majorly successful due to the research phase and testing variations of modern and mobile friendly design.

The second point was equally as successful due to reducing the many systems, inputs & output points and overall complexity to create a seamless and fantastic online user experience.